Got a freelance gig for a new business pitch a week before the big presentation. This is not just a campaign, but it is about how we treat their entire social media. On Monday, I found out I am the only AD on the team, and I had to come up with new campaign ideas, including art direction, photography, lighting, typography, motion direction, product hero shots, stunt ideas, influencer collaborations, and examples of final posts/comp per i and platform. I am overwhelmed and don't know what to do!

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Make it as easy on yourself as possible. One example for each. Also some of that sounds excessive for a pitch. Are they really gonna make their decision based on whose lighting ideas they like better?

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I agree, but the strategy and upper management keep suggesting more visuals. And they are all over the place. A week before the presentation they should have their ideas figured out. It is insanity. I can’t do magic in couple of days!

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Have you ever worked in advertising before?

funny

Charge them by the hour

I know it can look & feel like a lot when that happens. Personally I also have the habit to list all the things I need to do which only makes the pile seem larger than it already is to me.

The only thing that works for me in moments like that (and it might sound too simple when you read it) is to take everything one step at a time. Don’t try to have a go at everything at the same time.

Asap, try to get everyone aligned on big idea. Idea dictates art direction, stunts & influencer collabs largely. Art direction dictates photography, lighting, type, motion, socials and everything. Try to let it flow that way.

Sounds like they were looking for an ACD. Not sure what the job description was but all this an ACD would do. With that said, it’s not as much as it seems. Like art direction, photography, lighting, and typography can all be explained using a mood board then maybe a slide to breaking down details. Motion I’d put after that. Product hero shots could be included with the overall art direction mood board.

Stunt ideas, influencer collabs and social posts are an entire section AFTER the visuals. You’re basically showing how the mood and feel will come to life.

As for your comps in general, find the best images that are high quality and require minimal photoshopping. Try to use as many references and be able to talk your idea out.

This is easier said than done but just relax and like others have said, take it a few steps at a time and think about how you can chunk things together.

Seems like a dream for an Art Director. What’s the problem.

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